MEXICO Law and Practice Contributed by: Héctor Kuri, Ricardo García, Lisandro Herrera and Xavier Careaga, Galicia Abogados, S.C.
nue stream, while media rights represent the fastest- growing segment. The legal framework governing esports relies primar - ily on civil and commercial regulations and the LFPPI. Unlike traditional sports, important esports events are organised by video game publishers rather than fed - erations, leading to legal gaps in areas such as player transfers, minimum compensation, and treatment of underage players. The absence of enacted federal law means labour rights and tax obligations for profes - sional gamers lack specialised “sporting” status under the Federal Labour Law. 9.2 Key Trends and Notable Deals in Esports The most significant trend remains the “mobile-first” evolution, with mobile gaming accounting for over 70% of market share. There has shifted the focus of sponsors and tournament organisers toward titles that offer high accessibility, such as Free Fire and PUBG Mobile. There has been a notable increase in private investment for Esports Hubs – physical venues equipped with high-speed technology in Mexico City, Monterrey, and Guadalajara. A major developmental trend is formal recognition of esports by academic and sporting authorities. Organi - sations like CONADEIP have integrated esports into official programmes, creating a “scholarship-to-pro” pipeline where universities invest in varsity esports programmes. The sector’s maturation is evidenced by specialised media rights deals. Major broadcasters, notably Tel - evisa via BitMe, have launched dedicated esports channels. Sponsorship remains the primary revenue driver, with major events like Gamergy México serving as centralised hubs for brand activation. In early 2026, there is a notable rise in iGaming and sports betting partnerships targeting the esports demographic.
engagement, with initiatives used primarily as “digital keys” to unlock experiential benefits. Mexican NFT initiatives include sports-related cam - paigns offering experiential benefits through collab - orations with clubs including Pumas, Necaxa, and Atlante. Mazatlán FC distributed NFTs to season-tick - et holders as part of a loyalty programme. In prepara - tion for the 2026 FIFA World Cup, platforms like FIFA Collect have popularised digital assets for exclusive tournament access and priority ticketing. Although NFTs are not specifically regulated by Mexi - can law, they are generally legal with certain excep - tions. If an NFT represents a security, this may raise regulatory concerns, and Mexican regulators have stated that transactions involving NFTs representing securities are prohibited. Receiving digital assets on behalf of third parties may be considered deposit-taking activities regulated by financial laws. Finally, in preparation for the 2026 FIFA World Cup, platforms like FIFA Collect have further popularised the use of digital assets for exclusive tournament access and priority ticketing. 10.2 AI Mexico has no general or sectoral laws covering AI. However, AI adoption has accelerated significantly in preparation for the 2026 FIFA World Cup across sev - eral areas: • Performance and Scouting: Liga MX clubs utilise AI platforms for real-time tactical analysis, injury prediction, and performance modelling. • Broadcasting and Engagement: Networks use AI to generate real-time graphics and personalised highlight reels. • Security: The State of Mexico has deployed the “Nexus” AI platform using biometric facial recogni - tion and vehicle tracking to manage security for World Cup logistical hubs. AI offers a significant competitive advantage in recruit - ment and injury prevention. Commercially, it enables hyper-personalised fan experiences and dynamic tick - et pricing. The legal implications are rapidly evolving,
10. NFTs, AI and the Metaverse 10.1 Non-Fungible Tokens (NFTs)
The NFT market in Mexico has developed cautiously and remains relatively niche, shifting from specula - tive trading to a utility-driven model focused on fan
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